B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
$17,100
$17,100 -- incremental campaign revenue for Optimove (2025)
Optimove discovered via holdout testing that a campaign appearing to generate $40,000 in revenue was actually responsible for only $17,100 in incremental revenue.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
$17,100
Unit
Currency Usd
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
kirro.io
Primary
Tier B
https://kirro.io/control-group ↗
Source Article
What is a control group in an experiment?
What is a control group?
A control group is the group in an experiment that doesn’t receive any new treatment. It stays exactly as-is. The whole point is to give you something stable to compare your changes against.
Without that baseline, you can’t tell whether your change caused the result or somet…
Original Research
kirro.io
· Original study ↗
Methodology
Holdout analysis case study; $22,900 of attributed revenue would have occurred anyway
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Optimove: $17,100 incremental campaign revenue. Source: kirro.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/optimove-campaign-incremental-revenue
HTML Embed
<blockquote cite="https://lighthousedata.io/data/optimove-campaign-incremental-revenue" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>$17,100</strong> -- incremental campaign revenue for Optimove<br><small>Source: kirro.io (2025) · <a href="https://lighthousedata.io/data/optimove-campaign-incremental-revenue" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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